Neon lights
don’t ship easily.

NIKE >

The
Rivalry
Run

Allow me to take you on a journey through a project we called the Rivalry Run.

Ohio State vs. Michigan. Two collegiate titans with a rivalry so fierce it’s like the Hatfields and McCoys. Only with footballs instead of shotguns.

In the week leading up to this showdown, Ohio State students cross out every “M” on campus. Buildings, staircases and probably every book in the library. It’s a guerilla operation.

To match the bubbling underground hate for Michigan, we created an “unsanctioned” Rivalry Run for Ohio State students. It was raw, gritty and had that unmistakable DIY feel.

We designed the course to weave through some of the most iconic sights on campus, packed with highlights, branded moments and enough neon to make you wonder if you were having a seizure.

Speaking of, have you ever tried to ship two tons of neon somewhere? Not exactly easy. They were bubble wrapped more than the president.

The race threw down at 9:34pm, and you might wonder why such an oddly specific time. It was a nod to Bill Bowerman’s quirky meeting times and added to our underground feel.

Buckeye Bodega

Enrolling for the Rivalry Run was as easy as saying you hate Michigan. 

All it took was stepping into the Buckeye Bodega, an unground store, right in the heart of campus. 

The bodega was a treasure trove of all things Ohio State. Exclusive gear, Rivalry Run swag, and branded moments.

As the event unfolded, there was no denying we were making an impression:

• 3,700 visitors came thru

• 512 accepted the challenge of the Rivalry Run

• 41% of these runners became new Nike members, joining the swoosh family.

The Buckeye Bodega was brought to life in collaboration with the creative minds at Recess Studios.

The Race

It was a crisp night on Ohio State’s sprawling campus the night of the Rivalry Run. 

500+ new friends lined up their fresh Nike shoes on a chalk drawn starting line. Neon lights glew in the distance, synchronized to the rhythm of pulsating music.

And as the air horn blasted into the thin night air, runners took their first steps transporting them into a cosmic carnival through campus.

Through the run, leaders proudly carried Rivalry Run flags as a symbol of unity, and declaration of allegiance to Ohio State.

Follow the lights

Remember those giant neon lights I referenced earlier? Well, here they are.

We used neon to guide the way, painting the campus in surreal, vibrant hues that dance to the beat of the music. 

It was like running through a psychedelic dreamscape rave machine.

Buckeye flavor

But it's not just about the lights and the music; it was a full sensory experience. 

Along the way, massive screens projected OSU football highlights onto the walls. Every big play against Michigan is brought to life, a reminder of the rivalry's intensity and the Buckeyes' domination.

The famed OSU marching band also played a role, booming for all runners to hear throughout campus.

We run campus

Hearts were pounding.

GPS maps were drawn. 

Accomplishments were made and friends were hugged. 

It became clear that students may have entered the run by themselves, but somewhere along the course campus became one big, pulsating family, sharing in an exhilarating Michigan despising night run.

There was a new sense of invincibility.

And students were ready to take on not just Michigan, and maybe the world, but most definitely the nearby food trucks that were waiting for them.

CREATIVE DIRECTOR. ART DIRECTOR. STORY COLLECTOR. >

Burke Lauderdale is a freelance Creative Director, Art Director who hangs his hat in Austin, TX.
He works anywhere planes fly and there is a solid wi-fi connection.

SKILLS >

+ Team Leadership
+ Creative Direction
+ Art Direction
+ Brand Storyteller
+ Brand Development

+ 1/2 of a great high five

CONTACT >

burkelauderdale@gmail.com



Thanks for stopping by.

© Burke Lauderdale, 2024